Branding Daerah melalui Wisata Budaya: Peluang Strategis
DOI:
https://doi.org/10.63200/jebmass.v3i4.196Keywords:
branding daerah, wisata budaya, peluang strategisAbstract
Penelitian ini bertujuan untuk menganalisis peran wisata budaya sebagai peluang strategis dalam membangun branding daerah di era kompetisi global. Dengan menggunakan pendekatan kualitatif studi literatur dan observasi partisipatif pada destinasi wisata budaya di Asia Tenggara, penelitian ini menemukan bahwa penguatan identitas budaya lokal melalui storytelling dan experience marketing menjadi fondasi utama branding daerah (Kotler & Gertner, 2002; Morgan, Pritchard, & Pride, 2011). Hasil penelitian juga menunjukkan bahwa kolaborasi antar pemangku kepentingan, inovasi digital, dan pengemasan narasi budaya yang autentik dapat meningkatkan brand equity dan citra destinasi di mata wisatawan domestik maupun internasional (Anholt, 2010; Pike & Page, 2014). Implikasi praktis artikel ini menekankan perlunya integrasi strategi branding dengan agenda pelestarian budaya untuk mencapai keberlanjutan ekonomi dan sosial. Penelitian ini memberikan kontribusi teoretis dalam pengembangan konsep place branding berbasis cultural tourism dan menawarkan kerangka strategis bagi pemerintah daerah dan praktisi pariwisata untuk menciptakan positioning destinasi yang berdaya saing di pasar global.
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